The Guild Key Charter States That:
a) By combining and coordinating our knowledge, efforts, skills, talents and passions to pursue a common purpose, we can accomplish far more together than any one of us could possibly accomplish alone. The Pet Professional Guild was founded on a commitment to provide educational resources to pet industry professionals and the pet-owning public while emphasizing our collaboration of force-free pet trainers and pet care providers.
b) We aim to publicize “our voice for the profession” advocating for mutually agreed guiding principles for the pet care industry. The Pet Professional Guild members and affiliates focus on a pet’s physical, mental, environmental and nutritional well-being, a holistic approach to the care and training of family pets.”
To ensure we can fully implement our charter and work within the guidelines of our Guiding Principles I am challenging each of us to help shape and mold our culture.
As Members We Must All Focus On:1. Building a personal organization like an extended family, a place where we all share a lot of ourselves and our knowledge skills and talents.
Meeting The Challenge
If we are to meet the challenge of our charter “emphasizing the collaboration of force-free pet trainers and pet care providers” and “advocate for mutually agreed guiding principles for the pet care industry” then we all need to lead by example in each and every one of our interactions whether it be with our clients, our fellow members or our industry at large. Through our actions and high standards of conduct and performance we can influence how our industry evolves. We can engage and educate others to join us in our force free movement.
Each of us wants to bring about change in our industry. We yearn for a day when pain will no longer be used in the training and care of pets. We have a big job ahead of us and this is not going to be a sprint, it’s going to be a marathon.
If we are to be highly effective as individuals and as a group then we must manage and shape this change carefully.
Through PPG we have formed a force-free coalition and we have developed our future vision and we are constantly building our strategy, a strategy that must be consistently and professionally communicated. We must remove emotional barriers and welcome individuals who are aligned with us philosophically but not yet armed with the tools and skills to be effective force-free professionals. This is how we can educate and engage others. We need to reach out to other organizations, groups and associations that seek the same change as we do and work together building on early successes. We need to maintain our pace of change and put systems in place to reinforce others who seek to help us in our change efforts.
Our Success Relies On Our Ability to Be Influential and Credible
Our key charter relies on our ability to be influential and the process of guiding people toward the adoption of our beliefs. Reardon’s ACE Theory suggests, and I concur, that people use three criteria to determine whether to respond to a persuader’s message;
a) The appropriateness of the message, how is the message delivered and in what context,
b) The consistency of the message and how much sense the message makes and
c) The effectiveness of the message, does it impact a desirable outcome. Persuasion is not simple and it requires many steps (Janasz et al 2002).
We Can And Will Bring About Change In Our Industry
If we all believe in ourselves and our organization and its underpinning principles and values then we can and will bring about change. When engaging and educating industry professionals you must know and recognize your audience. When you understand your audience you are better able to communicate with them in an impactful manner. Balance emotional appeals with facts and solid reasoning. Use facts, data and logic. Question your propositions before presenting them or you can damage your credibility and negatively impact your message. Use appropriate, respectful and courteous communication and in this era of social media be particularly sensitive to how your written word may be perceived. Use lots of reinforcement and maintain positive dialogue so we can continue to spread our message to audiences that are receptive to listening. Be what we all aspire to bring about. And always be ‘force-free’ in your own behavior and communication.